Hubergroup Chemicals Unveils ELARA High-Performance Additive Brand For Global Coatings And Inks Markets
Strategic portfolio expansion marks
company's transformation into comprehensive formulation partner across
coatings, printing inks, and adhesives industries.
Mumbai,
India: hubergroup Chemicals has introduced ELARA, a new brand of
high-performance dispersing and wetting additives targeting the coatings,
printing inks, and adhesives industries, with global availability commencing
March 2026. The portfolio encompasses three initial product lines: ELARA
Disperion 400, a non-aqueous dispersing agent for solvent-based, solvent-free,
and UV/EB systems; ELARA Disperion 500, an aqueous dispersing agent for
VOC-free and biocide-free formulation architectures; and ELARA Wetora 300, a
versatile wetting agent compatible with water-based, solvent-based,
solvent-free, and UV-curable systems. The brand made its official debut at
PAINT INDIA 2026 in Mumbai, positioning the company beyond traditional printing
ink raw materials supply toward broader formulation partnership. A development
roadmap includes future additions of defoamers, humectants, and rheology
modifiers to address evolving industry requirements.
According
to Premal A. Desai, CEO of hubergroup,
"With ELARA, we are taking another decisive step in our strategic
transformation. We are expanding our horizons beyond traditional applications
and positioning hubergroup Chemicals as a strong, future-oriented partner for
formulators worldwide. ELARA stands for our ambition to shape chemistry
responsibly while enabling our customers to innovate with confidence."
According
to Franziska Trapp, Technical Marketing
Manager Coatings at hubergroup Chemicals, "ELARA represents a new
level of system understanding. Each additive line is developed with the
formulator's reality in mind balancing technical performance, regulatory
compliance, and processing efficiency."
According to TechSci
Research, the launch of ELARA aligns with broader industry trends toward
sustainable formulation chemistry and regulatory compliance pressures driving
additive innovation. The global coatings additives market continues
experiencing robust growth, propelled by stringent VOC regulations and demand
for high-performance, eco-friendly solutions across industrial and decorative
applications. hubergroup Chemicals' strategic pivot from niche printing ink
supplier to multi-industry formulation partner reflects consolidation trends
within specialty chemicals, where vertical integration and portfolio
diversification enhance competitive positioning. The emphasis on solvent-free
and VOC-reduced formulations addresses escalating environmental mandates across
key markets including Europe, North America, and Asia-Pacific. With many grades
engineered for broad system compatibility, ELARA positions hubergroup to
capture share across water-based, solvent-based, and UV-curable segments particularly
within rapidly expanding architectural coatings and industrial inks categories.
The phased product roadmap suggests a long-term commitment to becoming a
comprehensive additives platform, potentially challenging established players
in the dispersing and wetting agents space while capitalizing on formulators'
preference for consolidated supplier relationships and technical support.